No discussion of product development and marketing is complete without 3M's Post-it® Notes. When Dr. Spencer Silver first developed his low-tack, reusable adhesive, he couldn't persuade anyone within the company of its value. That is, until Art Fry devised the Post-it concept several years later. Still, the idea didn't interest the company's executives.

Then Fry had a brainstorm. After making a batch of pads, he bypassed traditional channels and distributed them directly to secretaries at 3M. "He correctly assumed they would use the product, become fans and share them with others," writes marketing consultant Lorraine Ball of Roundpeg. "In no time at all, the secretaries—and their bosses—were using the handy notepads and calling for more." The initial product launch built on the same strategy when 3M sent samples to executive secretaries at many Fortune 500 companies.

Putting a great product in the hands of the people who use it is a solid strategy. While distributing free samples is a great way to get started, what else can you do to recruit your own "secretaries"? Ball has some advice:

• Ask your most loyal customers for testimonials and referrals.
• Look for people who call on your customers. If they truly see the benefit of your product or service, they will become evangelists for your brand.

A few caveats, however. Networking is a two-way street; you must be willing to reciprocate. Also, these relationships don't occur overnight—it takes time to turn a customer or strategic partner into a raving fan.

The Po!nt: "Everyone needs a great secretary," says Ball. "You simply have to find your secretaries, people who understand your product and will share information with others."

Source: An unpublished article by Lorraine Ball.

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